The former India captain wants exclusive rights to use 'Captain Cool' for sports training, coaching services and training centres.
According to the Trade Marks Registry portal, the application has now been accepted and advertised. The trademark was published in the official trademark journal on June 16, 2025.
"Delighted to share a recent development from the field of trademark law that underscores the evolving role of personality rights and acquired distinctiveness in overcoming relative grounds for refusal," said Dhoni's lawyer, Mansi Aggarwal.
However, she revealed that this journey wasn't without its hurdles. When Dhoni's team first filed for the trademark, the Registry raised an objection under Section 11(1) of the Trade Marks Act. The concern was that the phrase might confuse people because there was a similar mark already on the record.
But Dhoni's legal team argued that 'Captain Cool' has a clear, unique link with him. They pointed out that this nickname has been widely used by fans and the media for years and has become part of Dhoni's public identity.
The phrase 'Captain Cool' has acquired a distinct secondary meaning through a long-standing and widespread association with Mr Dhoni, the former captain of the Indian national cricket team, said the lawyer.
She also explained that since the mark would be used for sports and entertainment services, confusion was very unlikely.
The Registry agreed that the nickname is much more than just a catchy tag; it's a big part of Dhoni's commercial image. His reputation as 'Captain Cool' goes back many years and is well-known to cricket lovers everywhere.
This case shows how stars and public figures can use personal branding and the power of a unique identity to protect their image in business.